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Brand beauty unleashed - Roberto lvarez del Blanco

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Title
Brand beauty unleashed - the value of aesthetics in marketing
Author
Roberto lvarez del Blanco
format
Paperback / softback
Publisher
Routledge
Language
English
UK Publication Date
20200330

This book presents an in-depth, careful study of our understanding of the concept of beauty in everyday objects and its impact on markets and brands. Moving beyond artistic notions of beauty, it demonstrates how beauty is an asset that can be leveraged in the marketplace.

Traditionally, beauty has been examined in relation to its influence on painting, sculpture, literature, music, and architecture. However, its value and power in the marketplace is understudied. lvarez del Blanco provides a systematic analysis of beauty in commonplace objects and brands, drawing on cutting-edge research at the intersection of marketing and neurosciences. Through examining the neuroscientific evidence for how the brain processes beauty, the author articulates the implications this may have on marketing and brand management. He also offers a glimpse of how beauty may evolve, and its marketing implications for firm strategy in the coming decades.

Written by a recognized authority in marketing and brand strategy, Brand Beauty Unleashed gives students with an interest in marketing, consumer behavior, branding, and neuromarketing an exciting new perspective on this intangible asset.

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Roberto M. lvarez del Blanco is aVisiting Scholar at Stern School of Business, New York University, US. He has been Visiting Professor at the Haas School of Business, University of California at Berkley, US; Rockefeller University, US; and IE Business School in Madrid, Spain. He has published widely on neuromarketing, personal branding, brand leadership and marketing strategy.

Type
BOOK
Keyword Index
Branding (Marketing)|Manufactures.|Aesthetics - Psychological aspects.
Country of Publication
England
Number of Pages
208

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